Chování spotřebitele v odvětví optiky na českém trhu

This thesis focuses on the topic of consumer behavior. The main objective of the thesis was to uncover consumer behavior in the optical industry on the Czech market, specifically to determine how the purchasing process looks like and what factors influence consumers. A secondary objective was to evaluate the marketing and communication strategy of a selected optic shop based on the findings and to provide recommendations for its improvement. The thesis is divided into a theoretical and a practical section. The theoretical section covers general models of consumer behavior, the specifics of consumer behavior in the optical industry, and the current international trends. The practical section describes the optical industry on the Czech market, including the competition and the selected optic shop. Furthermore, the practical section contains the description of the research methodology and analysis of the data obtained from qualitative and quantitative research. Based on the research findings, the research questions were answered and recommendations for the selected optic shop were formulated.